50280854 marketing concepts ppt
TRANSCRIPT
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MINAL SINGH
Marketing in a Changing World: Creating CustomerValue and Satisfaction
PRINCIPLES OF MARKETING
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What is Marketing?
Marketing consists of all the activities designed togenerate and facilitate any exchange intended tosatisfy human needs or wants
Marketing is the delivery of customer satisfaction ata profit.
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Core Marketing Concepts
Productsand
Services
Value, satisfaction,and quality
Needs, wants,and demands
Exchange, transactions,and relationships
Markets
CoreMarketingConcepts
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What Motivates a Consumer to Take Action?
Needs - state of felt deprivation for basic items such asfood and clothing and complex needs such as forbelonging. i.e. I am thirsty
Wants - form that a human need takes as shaped byculture and individual personality. i.e. I want a Coca-Cola.
Demands - human wants backed by buying power. i.e.I have money to buy a Coca-Cola.
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What Will Satisfy Consumers Needs and Wants?
Products - anything thatcan be offered to amarket for attention,
acquisition, use orconsumption and thatmight satisfy a need orwant.
Examples: persons,places, organizations,activities, and ideas.
Services - activities orbenefits offered for salethat are essentially
intangible and dontresult in the ownership ofanything.
Examples: banking,
airlines, haircuts, andhotels.
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How Do Consumers Choose Among Products and Services?
Customer Value - benefit that the customer gains
from owning and using a product compared to the cost
of obtaining the product.
Customer Satisfaction - depends on the products
perceived performance in delivering value relative to a
buyers expectations. Linked to Quality and TotalQuality Management (TQM).
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How do Consumers Obtain Products and Services?
Exchanges - act of obtaining a desired object from someone byoffering something in return.
Transactions - trade of values between parties. Usually involves
money and a response.
Relationships - building long-term relationships with
consumers, distributors, dealers, and suppliers.
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Who Purchases Products and Services?
Market - buyerswho share a
particular needor want that canbe satisfied by a
companys productsor services.
ActualBuyers
PotentialBuyers
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Modern Marketing System
Suppliers
End UserMarket
MarketingIntermediaries
CompetitorsCompany(Marketer)
Environment
Environme
nt
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Marketing Management Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
Consumers favor products that areavailable and highly affordable
Improve production and distribution
Consumers favor products that offerthe most quality, performance, and
innovative features
Consumers will buy products only ifthe company promotes/ sells theseproduct
Focuses on needs/ wants of target
markets & delivering satisfactionbetter than competitors
Focuses on needs/ wants of targetmarkets & delivering superior value
Societys well-being
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Marketing & Sales Concepts Contrasted
FactoryExistingProducts
Sellingand
Promoting
Profitsthrough
Volume
MarketCustomer
Needs
IntegratedMarketing
Profitsthrough
Satisfaction
The Selling Concept
The Marketing Concept
StartingPoint
Focus Means Ends
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Integrated Marketing
Marketing Mix
Product price promotion Place
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4 Ps concept contd
Product Price Promotion PlaceProduct variety List Price Sales Promotion Channels
Quality Discounts Advertising Coverage
Design Allowances Sales Force Assortments
Features Payment Period Public Relations LocationsBrand Name Credit terms Direct Marketing Inventory
Packaging Transport
Sizes
Services
WarrantiesReturns
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4Ps N 4Cs concept.
Four Ps Four Cs
(sellers view) (buyers view)
Product Customer solution
Price Customer cost
Place ConveniencePromotion Communication
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EmergingChallenges
NonprofitMarketing
New
MarketingLandscape &InformationTechnology
EthicalConcerns Globalization
ChangingWorld
Economy
New Marketing Challenges